Kristen Knape, Associate Head of Strategy at David&Goliath, focused on Influencer Marketing. “It delivers 11X ROI than traditional forms of digital marketing,” she said.
In California, influencers helped to spread the California Lottery’s mission of education. The celebrity influencer videos featured Venus Williams and Guy Fieri visiting their teachers.
Knape also provided non-lottery examples. For example, Jack in the Box ran a National Burger Day promotion that illustrated how “one strategic influencer can break through the clutter and create noise.”
Another example was Glossier which uses homegrown influencers to create sales through “authentic origin.”